Continuing its recent investment in tennis, online gaming operator Betway has become a principal sponsor of Tie Break Tens, a new quick-fire tennis tournament which takes place at the Royal Albert Hall this weekend.

The inaugural tournament features past and present champions, current top ten players, and members of Great Britain’s victorious Davis Cup team. It takes place on Saturday December 5th at the Royal Albert Hall, London, as part of Champions Tennis 2015, the finale of the ATP Champions Tour.

Betway will have branding at the Tie Break Tens event, which will be broadcast live by Sky Sports 3 from 6pm on Saturday.

The agreement broadens Betway’s tennis portfolio, having recently signed a three-year deal to become an international sponsor of the Davis Cup, which began with Great Britain’s 3-1 victory over Belgium in the 2015 final, and the Fed Cup.

“Following the heroics of Britain’s Davis Cup team over the weekend, we can’t wait to welcome them home at Tie Break Tens,” said Anthony Werkman, marketing director of Betway. “The tournament promises to be an exciting, innovative addition to the tennis calendar.

“After being a partner for a thrilling Davis Cup final, it allows us to expand our sponsorship in the sport with another event that is a perfect match for our brand.”

The star-studded Tie Break Tens bill features recent Davis Cup winner and world no. 2 Andy Murray, former British no. 1 Tim Henman, current world no. 7 David Ferrer, and rising Briton Kyle Edmund.

Two final players will be announced later this week and will include a qualifier from Champions Tennis. The six-man field will compete for a cheque for $250,000.

A series of single tie-breaks to ten points in a round-robin and knockout format will determine the winner in the shortened format of the game.

“We are delighted to welcome Betway as the principal sponsor of our inaugural tournament at the historic Royal Albert Hall in London, the first of a number of Tie Break Tens events that we plan to stage around the world,” said tournament director of Tie Break Tens Matthew Pryke.

“Betway has shown its commitment to sport, and tennis in particular recently, and we look forward to working with the team this weekend and on future tournaments.”